Wishcycling

We all want to do the right thing for the planet. When it comes to recycling, that often means tossing something into the bin and thinking, “It must be recyclable.”
That is what we call wishcycling. It means putting something in the recycling bin because it feels like the right thing to do, even if it is not.

And while the intention is good, the result can cause real problems for the recycling process.

🌱 Why wishcycling happens

Wishcycling comes from a positive place. People want to recycle, care about sustainability and do not always have clear information about what belongs in which bin. Packaging design does not help either, as much of it looks recyclable even when it is not.

According to WRAP (the Waste and Resources Action Programme), 82 per cent of UK households admit to putting something in the recycling that is not accepted locally.¹ The same habits often show up in workplaces and commercial premises too. The issue is not apathy, it is confusion.

Common examples of wishcycling include:

• Coffee cups and takeaway packaging, which are often lined with plastic

• Plastic film and cling wrap

• Wet or greasy cardboard

• Paper towels and tissues

• Containers with food or drink still inside

Each of these items can contaminate clean recycling, turning good materials into waste.

♻️ Why it matters

When contaminated items end up in the recycling bin, they do not just affect that single item. They spread moisture, residue or non-recyclable materials through the whole load.

That means:

• Rejected loads: In 2019 to 2020, more than 500,000 tonnes of recycling were rejected at sorting facilities across the UK.²

• Increased costs: Contaminated materials are harder and more expensive to handle, as they often have to be separated, dried or diverted to energy recovery instead of being recycled.

• Lost resources: In 2024, the UK recycled around 64 per cent of packaging waste,³ but that figure could be higher if contamination was reduced.

🚛 What happens next

At ODS, we collect and manage Oxford’s commercial waste and recycling, ensuring that materials reach the right processing partners for sorting and recovery. We work with trusted third-party facilities that specialise in separating and reprocessing recyclables, but the effectiveness of that process starts with what goes into your bins.

If food, drink or wet cardboard enters the recycling stream, those materials often cannot be salvaged. Once contamination spreads, it is almost impossible to separate clean recyclables from spoiled ones.

That is why prevention at source, within your business, makes such a huge difference.

💡 Simple ways to recycle right

You do not need major changes to improve recycling quality. A few small habits can have a big impact.

✅ Keep recyclables clean, dry and empty
Rinse out bottles, tins and pots to remove any residue, then let them dry fully before putting them in the recycling bin.

✅ Separate food waste and recycling
Keep bins clearly labelled and apart to avoid cross contamination.

✅ Flatten cardboard and keep it under cover
Wet cardboard quickly loses its recyclability. Store it indoors or with bin lids closed.

✅ Train your team
A quick reminder or poster can prevent costly contamination.

✅ Check your recycling guide
Local rules differ, so always follow ODS guidance for Oxford’s system.

🌍 Turning good intentions into real results

Wishcycling comes from the right place. People want to help. But the key to real impact is recycling smarter, not just more. When businesses keep materials clean, dry and food-free, recycling becomes more efficient, more valuable and far better for the environment.

Every small action in your workplace adds up to a cleaner, greener Oxford.

References:

1. WRAP (2022), Tackling contamination in dry recycling — wrap.org.uk

2. Local Government Association (2021), Over half a million tonnes of recycling rejected at sorting — local.gov.uk

3. UK Government (2024), UK Statistics on Waste — gov.uk